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Mr. Holley said that the company's focus on cheap prices had helped, and that women's workout apparel, jeans and underwear were popular.
Last year, Westin Hotels & Resorts began lending guests New Balance sneakers and workout apparel to help reduce bulk in carry-on bags.
The apparel firm built its business among men with stylish moisture-wicking T-shirts, compression shorts and other workout apparel carrying the logo of a U crossed with an A. Football players, weight lifters and other athletes latched onto the garments for training, and Under Armour developed buying strength among teenage boys and young men.
In August, Adidas bought Austrian fitness app maker Runtastic; earlier in 2015, Under Armour, another workout apparel company, purchased fitness and health trackers Endomondo and MyFitnessPal.
The workout apparel market is $14 billion activewear industry, so while Ellie is a niche ecommerce site, there is still a large opportunity to create a meaningful company in the space.
It is my prediction that by 2015, women will be shopping seasonally for activewear and workout apparel.
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The new focus: selling workout sneakers and apparel through a number of mass-market retailers, including Foot Locker and Kohl's.
While its most obvious use is for workout gear and other apparel (in dress shirts, for instance, Atacama's tech can prevent underarm stains), it also has a whole host of other potential applications.
If she can find the time, shed like to branch out into apparel; the self-professed workout fiend plans to start with gym wear.
That was before the introduction of EasyTone apparel, which is different from its workout wear.
With the rise of athleisure, brands have begun hiring ballet dancers to help them market apparel for the gym, yoga, running and other workout activities.
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